Why your website needs user generated content to rank in Google.
What does this mean?
It means that you cant afford to create your own content anymore; you must allow your website visitors to comment, post, and upload to your website. Content is king in Google (is there a term that Wikipedia doesn't rank for?), and there is no way that you or your staff can generate enough new content to compete with the thousands of individual web surfers who love to publish.
Consider this a warning, if you are trying to rank organically and you dont have a web 2.0 strategy, you better hit the boardroom and come up with one fast, or your best efforts wont be enough.